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Pinterest’s Analytics Dashboard Will Give Businesses Deeper Audience Pinsights

The new dashboard includes audience demographic information, including common interests.

Pinterest began experimenting with promoted pins–its first foray into monetization–about a year ago. The social network followed up Tuesday by offering a new analytics dashboard for businesses.

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Pinterest analytics for businessesPhoto: via Pinterest
Audience demographic information | Click to expandInfographic: via Pinterest

The analytics tool will give businesses insights into audience numbers and mobile traffic for the first time. Previously, Pinterest only provided figures on web referral traffic to companies’ websites. The new metrics will show details about top-performing pins by impressions, repins, and views while also providing audience demographic information, including common interests and businesses they follow. Pinterest says these insights can help companies learn ways to increase engagement and reach a wider audience.

“For example, Lowe’s introduced a DIY-focused marketing strategy after learning that their ‘create-your-own-colorful-doormat’ Pin got more than 200,000 repins,” product manager Jason Costa said in a blog post. “And U.K.-based Juniper Cakery came up with new cake design techniques after learning about their customers’ confection preferences through Pinterest analytics.”

About the author

Based in San Francisco, Alice Truong is Fast Company's West Coast correspondent. She previously reported in Chicago, Washington D.C., New York and most recently Hong Kong, where she (left her heart and) worked as a reporter for the Wall Street Journal.

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